Abstract
In this chapter, the concept of relationship oriented marketing strategy as a very convincing and effective method of developing sustainable competitive advantage will be presented. The term generic relationship marketing strategy will be used in this context. The term generic in this context means that in order to achieve long-term outstanding performance, the company must be very clear about the main relationship benefit sources behind the strategy and their sustainability within a framework of competitive understanding.
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Hougaard, S., Bjerre, M. (2002). Generic Relationship Marketing Strategies. In: Strategic Relationship Marketing. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24813-2_9
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DOI: https://doi.org/10.1007/978-3-540-24813-2_9
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